Recommendations/Implications
My recommendation would be to introduce Sun Chips to other markets strategically with the same size packaging as in the test market and at the same suggested retail price as Doritos. It would be a good idea to introduce the new item in most other metropolitan areas around the country but not everywhere at once. You could consider this an extension of the test market but on a more grand/larger scale. While it will be risky to put the initial investment into this new product so quickly, the choice to not go ahead quickly could present a huge disadvantage to the company.
The problem lies in that if the company waits too long to introduce the product to the masses, they run the risk of competition mimicking their item and beating them to being the first to introduce this type of product and they would ultimately lose their competitive advantage. On the same account, they would also be minimizing some risk by introducing the product in select areas at first. This way, if the test market was incorrect, the devastation would not be as high as it could be. This is important because the test market was not even a full year and the numbers could possibly be skewed. Strategically introducing Sun Chips to other metropolitan areas strategically, would allow more time to gradually gain additional knowledge of how consumers will react to Sun Chips.
Regardless, the introduction of a product such as this fits in perfectly with Frito-Lays strategy to create new products. It also seems, according to the short test market, that Sun Chips will do fairly well since they have a high gross profit, high number of repeat purchasers, high brand awareness rate, and are showing better results than some of their other products on the market.